Target Audiences with Geographic Precision
As digital transformation continues to reshape consumer behaviour, we’ve reached a point where almost every transaction can be completed online with a simple click. Naturally, advertising budgets have followed suit, shifting heavily toward digital channels. Yet, the critical role of geographic targeting has never been more important.
Marketers frequently express frustration about the challenges of effectively targeting and reaching audiences through digital channels. Some turn to IP targeting, but its inherent inaccuracies make it unreliable. At CiG, we’ve developed a better approach: geographic precision—a stable, accurate, and effective method that ensures you’re reaching the right audiences with confidence.
While consumers may not need to leave their homes to shop, their location still holds significant value for advertisers. Whether launching a new retail location, testing a product in a specific region, or promoting a grand opening for a restaurant, where your audience lives and shops matters.
For many businesses, geographic accuracy reduces wasted ad spend by limiting campaigns to their serviceable areas. That’s where intelligentVIEW steps in, providing the geographic precision of traditional methods like direct mail while enhancing digital advertising performance.
The Problem with Digital Geo-Targeting
How accurate is digital geographic data?
Traditional marketers trusted Canada Post for precise geographic targeting. Today, digital advertisers rely on platforms like Google and Meta, which dominate the behavioural data and digital advertising space. However, these platforms often struggle with one critical element: accurate location data.
The reason? IP-based geo-targeting is fundamentally flawed.
Dynamic IPs: Most IP addresses are dynamically assigned by ISPs and can change frequently, often tied to a different geographic location.
VPNs: Many users rely on VPNs, further skewing location accuracy.
Device Mobility: Mobile devices switch between Wi-Fi and cellular networks, making it hard to pinpoint where a user actually resides.
Try It Yourself: How Accurate Is Your IP Location?
Search “What is my IP address” in your browser.
Use a free IP lookup tool to find the geographic location tied to your IP.
Is the city or postal code correct? For many, it won’t be.
Marketers often pay a premium for geo-targeting based on IP, assuming they’re reaching precise areas. However, this approach may lead to significant ad waste, targeting audiences outside their intended locations.
“But we’re using geo-fencing!”
Geo-fencing, which serves ads to devices entering a defined geographic area, is more accurate. However, without connecting to where that device “lives,” advertisers miss the chance to retarget those audiences effectively across multiple channels.
A Better Way: Connecting Digital to the Household
At CiG, we’ve developed an advanced geographic targeting methodology that connects Mobile Advertising Identifiers (MAIDs)—unique, privacy-compliant device IDs—to specific household addresses. By analysing billions of device movement transactions, we can pinpoint where a device resides, enabling unparalleled targeting accuracy.
Why it works:
Privacy-compliant: MAIDs are collected through user-permitted app data.
Hyper-precise: Tied directly to a rooftop (street address).
Omnichannel ready: Connects campaigns across direct mail, digital, and traditional channels.
The Best of Both Worlds
This approach not only improves digital advertising performance but also bridges the gap between digital and traditional channels. While platforms like Google and Meta excel at understanding online activity, robust consumer insights—such as census data and purchasing patterns—are still tied to postal codes. By connecting the two, intelligentVIEW empowers marketers to deliver highly targeted, omnichannel campaigns.
With intelligentVIEW, marketers can:
- Profile and segment audiences using 30,000+ attributes.
- Activate media across channels with precision, including direct mail, digital, OOH, and more.
- Measure performance at scale by linking campaign results to geographic insights.
Why Geography Still Matters in 2025
Even in a digital-first world, geography remains a cornerstone of effective advertising. Accurate geographic targeting ensures that your marketing dollars are spent efficiently, reaching the right audiences at the right time.
By leveraging intelligentVIEW, you gain the ability to connect digital and physical worlds, optimising your campaigns across every channel. Whether you’re focusing on customer acquisition, market expansion, or increasing store traffic, geographic precision is your key to success.
Experience the future of marketing with intelligentVIEW.
Discover how our unique platform bridges the gap between digital and physical targeting, providing unparalleled precision and actionable insights. Request a demo today and see the difference for yourself.
Learn more about intelligentVIEW